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Aiming to generate a new force in sport advertising and introducing sponsorship and advertising placements the platform for the first time, DAZN has renamed its Perform Media outlet and launched a new amplification platform.

The creation of DAZN Media follows the realignment of DAZN Group, formerly Perform Group, to combine assets and inventory that create market-leading, innovative packages for advertisers. Initially, DAZN Media is working with a select group of advertisers ahead of a full rollout later in 2019.

Effective immediately, DAZN Media will be the new entity responsible for global media partnerships, as sponsorship and advertising is introduced on the sport streaming service. It will oversee all global and local commercial opportunities for brands across DAZN, the live and on-demand sport streaming service available in Germany, Austria, Switzerland, Italy, Spain, the US, Canada, Japan and soon to launch in Brazil. It will also manage commercial inventory across some of the world’s most popular sport websites including Goal and Sporting News.

The company’s new off-platform network will be called DAZN+, aggregating the reach from owned media platforms including Goal, Sporting News and DAZN Player (formerly ePlayer), social channels, influencers, talent, rights and in-stadia to offer brands a truly unique data-driven platform to engage with fans. In addition, the company’s sports VOD platform ePlayer has been renamed DAZN Player. DAZN Player will reach fans globally by aggregating select premium sports content from DAZN, rights holders and news agencies. DAZN Player is distributed across publisher sites including Mail Online, MSN, Mundo Deportivo and La Repubblica.

Stefano D’Anna, one of the founders of Perform, will lead DAZN Media as EVP Media reporting to James Rushton, chief revenue officer at DAZN Group. “This is another watershed moment for DAZN as we mobilise the combined strength of our brands, products, editorial and video content together with data-led insights to build a new and innovative way for advertisers to associate with sport and fans at a local and global level,” Rushton said. “We’re looking at everything from unique formats, to branded content and sponsorship that deliver value for brands and enable us to continue to invest in premium content and the latest technology that takes fans closer to sport they love for an affordable price.”

D’Anna added: “DAZN has set out to change the way the world sees sport and we now feel that we are in a position to change the way brands engage with sports fans. With the introduction of media placements on DAZN, we are providing brands with the impact of TV, complemented by the targeting and insights of digital. Add in DAZN+ and we can reach fans across any platform with personalised communications that are relevant and engaging.”